When launching a new low-fare airline, you need the right team to make it fly. I had the good fortune of being an integral part of that team that rebranded & repositioned Independence Air—from a contract carrier for United to a new, customer-centric airline. I touched every aspect of this new brand and gave it wings, starting with a company logo and an employee handbook to help reorient workers to the mindset of service. Aircraft livery, ticketing kiosks, in-flight magazines, safety cards, travel posters, advertising, POP displays, and much more! The online booking engine set the standard for the airline industry at the time, with over 70% of their total bookings occurring online.
In less than one year, the brand made history when it was recognized for its astounding success, ranking 2nd in customer satisfaction out of the 17 major US airlines, eclipsing much larger airlines with greater amenities and much larger marketing budgets. Independence Air was also ranked 3rd by Travel + Leisure’s World’s Best Awards and honored as one of 10 travel industry “Extra Mile” winners by Budget Travel Magazine.